"Our customers don't need to worry about sorting through a dizzying array of websites, enduring hundreds of clicks and wasting hours of time. They can be assured that booking a room directly with us at any of our hotels doesn't require extensive searching and price checking to find the best prices online."

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The statement adds that last year 1.6 million free nights went unearned because of bookings made through third party sites instead.

Some may recall a similar campaign to push online direct sales from Marriott six months ago which angered the agency community.

Hilton may be hoping to sidestep any potential issues by accepting bookings from 'approved travel agents' and 'preferred corporate travel partners.'